O’Loughlin told Gambling Insider the deal to buy the betting data supplier will complete the puzzle by helping SG Digital to provide a full turn-key sportsbook, improve its pricing and trading elements, and enhance its US market presence.

He said: “What Don Best does is give us a very specific US product for the US market. It’s the only business of its kind that provides a forum with US traders on the ground.

“What that means is more events, and then the other product across US sports it gives a more marketable event, it gives better and more accurate pricing and gives less suspension times.”

SG Digital will integrate Don Best’s trading and pricing into its OpenBet platform.

O’Loughlin believes Don Best is above the rest in the field and says its only competition comes from European platform providers and those working with in-house options.

He said: “US sports, for a European sportsbook, make up roughly between 2% and 5% of the total handle and so it doesn’t get the love, attention and innovation that it takes to make a product a great success.

“Don Best has been serving the Las Vegas market for 20 years and really is the leader in the market.”